Advertising best practice, evidence and insights

Opinion • Jose Gorbea, July 2021

As the debate around sustainability becomes ever more urgent, packaging is one area where brands can make a big difference, says Jose Gorbea of HP Graphic Arts.

Flex retail: How Australia is turning the page to a new chapter of retail

Article • Renata Yannoulis and Matthew Moran, WARC Trends, July 2021

TBWA\Sydney’s Renata Yannoulis and Matthew Moran examine the future role of brick-and-mortar stores as declining footfall and skyrocketing e-commerce spending introduce a new era of retail.

Post-COVID expectations and behaviours: Gen Z and financial services

Article • Liz Baines, WARC Exclusive, July 2021

The financial lives of Gen Z have been thrown into turmoil by the COVID-19 pandemic.

Tapping the pent-up energy of millennials and Gen Z

Article • Brian Carruthers, Event Reports, Advertising Week Europe, May 2021

Live events and experiential marketing are heading in a new direction post-pandemic as young people demand more than mere entertainment.

Five ways to reinvent marketing post-COVID

Opinion • Jeannine Falcone, July 2021

Jeannine Falcone examines Accenture Interactive research to determine the five ways marketing can evolve for the post-COVID era.

Echosens ‘2.0’: Brand as the platform for innovative B2B change management

Article • Sue Mizera and James Risch, WARC Exclusive, July 2021

This in-depth case study explores the creation of a vision, mission and core values for a pharmaceutical technology company to develop a clear B2B brand strategy that underpinned a new strategic focus for the organisation for the long term.

GroupM’s five pillars of responsible media investment

Article • Ben Bold, Event Reports, Lions Live, June 2021

Brands need to reflect their values when making decisions about their media spend, or else risk suffering from profound reputational consequences.

Olay’s “Maximize, Don’t Minimize Me” delivers inclusive, intersectional view of beauty

Article • Ben Bold, Event Reports, Lions Live, June 2021

Olay, the skincare brand owned by Procter & Gamble, has used its “Maximize, Don’t Minimize Me” campaign as a rallying cry for women’s empowerment.

WARC Talks Rainbow-washing

Article • Catherine Driscoll, Nic Allum, WARC Exclusive, July 2021

WARC talks rainbow-washing with Nic Allum, SVP and principal of strategy and culture at New Moon.

“Winnovation” in the new Asia Pacific: Mastering meaningfully different innovation for sustainable brand growth

Article • Soumya Mukhopadhyay and Nidhi Rustagi, WARC Exclusive, July 2021

Brands that innovate bounce back more quickly after a crisis, and Kantar’s Soumya Mukhopadhyay and Nidhi Rustagi share how to master meaningfully different innovation for sustainable brand growth.

Unilever’s global framework for post-pandemic marketing

Article • Sam Peña-Taylor, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.

Societal issues: How brands can respond to and align with them

Article • Mukta Lad, Event Reports, Marketing Influence 360 Conference, April 2021

With the majority of millennials willing to switch to brands that champion a cause, especially one they believe in, representatives of Google, Tencent and Unilever share how brands can respond to and align with societal issues.

How Starbucks changed lives for the trans community in Brazil

Article • Brian Carruthers, Event Reports, Lions Live, June 2021

Starbucks took its practice of writing customers’ names on their cups and used it as a springboard for a successful campaign on behalf of trans people in Brazil.

How should travel brands market to the post-COVID consumer?

Opinion • Steven Seghers, June 2021

Travel brands need to create immersive experiences, show their consumers empathy and provide them with the unexpected if they want to not only recover from the pandemic but be better than they were before, according to Hooray Agency’s Steven Seghers.

Knorr: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, Yosr Khalifa, WARC Prize for MENA Strategy, Shortlisted, 2021

Food brand, Knorr's, Rooftop Farms campaign made a lasting impact on the hunger crisis by empowering those living in poverty in Egyptian cities to grow their own food.

Move beyond commoditised Pride to leave real impact

Opinion • Prachi Gupta, June 2021

Issues that brands express concern for only during Pride Month continue to exist beyond those 30 days for the LGBTQ+ community, and The Branding Nook’s Dr Prachi Gupta says new age marketers need to devise innovative ways for genuine outreach to the community.

Mars’ Michele Oliver: “Creativity can come from the most surprising circumstances”

Opinion • Michele Oliver, June 2021

Michele Oliver speaks to WARC’s Anna Hamill about highlights from judging, brand accountability, and the new frontiers of social change.

SK-II’s in-house production studio helps take its brand purpose to the next level

Article • Ben Bold, Event Reports, Lions Live, June 2021

SK-II, a high-end skincare brand owned by Procter & Gamble, has invested in dedicated in-house production capabilities to further drive its brand purpose.

Media Lions 2021: UM’s Deidre Smalls-Landau on using media to create social impact